PROJECT

NUST UNIVERSITY
GROUP MEMBERS
NIGHAT BATOOL (192029)
HAMDA KALEEM (190760)
MUHAMMAD SHAZIB (191267)
Table of Contents
PART 1: INTRODUCTION OF THE COMPANY................................................................................................4
MARKETING PROCESS..............................................................................................................................4
ENVIRONMENTAL SCANNING (MICRO& MACRO)...................................................................................6
PESTAL ANALYSIS.....................................................................................................................................8
SWOT ANALYSIS.....................................................................................................................................11
PART 2: STRATEGIC PLANNING AND MARKETING PROCESS......................................................................12
STRATEGIC PLANNING OF THE COMPANY.............................................................................................12
VISION AND MISSION STATEMENTS......................................................................................................13
PRODUCT PORTFOLIOS..........................................................................................................................13
GOALS AND OBJECTIVES OF EACH DEPARTMENT/ FACULTY.................................................................14
BCG MATRIX..........................................................................................................................................15
Dogs.......................................................................................................................................................16
Question mark or Problem Child...........................................................................................................16
Stars.......................................................................................................................................................16
Cash cows..............................................................................................................................................16
ANSOFF MATRIX....................................................................................................................................17
Ansoff Matrix.............................................................................................................................................17
Product development............................................................................................................................17
Market Penetration...............................................................................................................................17
Market development.............................................................................................................................17
Diversification........................................................................................................................................17
COMPETITOR ANALYSIS.........................................................................................................................18
Competitor Analysis of NUST.................................................................................................................18
PART 3: CUSTOMER DRIVEN STRATEGIES & INTEGRATED MARKETING PROGRAMS.................................18
ANALYZE CUSTOMER NEEDS AND WANTS ADDRESSED BY COMPANY PRODUCTS WITH RESPECT TO
SEGMENTAION, TARGETING, AND PROMOTION STRATEGIES...............................................................18
ANALYZE OF 7PS W.R.T EACH SERVICE OFFERED...................................................................................20
PART 4: MARKETING RESEARCH................................................................................................................23
PREPARE MARKETING PLAN..................................................................................................................23
PREPARE SMALL QUESTIONNAIRE AND CONDUCT A BRIEF SURVEY.....................................................24
How effectively is your university course taught?.................................................................................24
2. How effectively are other courses taught at the university?..............................................................25
3. How well do the classrooms at this university meet the learning needs of students?.........................25
4. How helpful is your academic advisor?.............................................................................................25
5. How easy is it to register for courses at this university?....................................................................25
6. How safe do you feel on campus?......................................................................................................26
7. How helpful are the staff at the campus health centre?.....................................................................26
8. How useful are the services provided by the campus career centre?.................................................26
9. How easy is it to obtain resources from the university library system?.............................................26
10. Overall, are you satisfied with your experience at this university?..................................................27
EXECUTIVE SUMMARY & CONTACT DETAILS
Executive summary:

The National University of Sciences & Technology (NUST) is a public

research university under administration of Pakistan Armed Forces with its
main campus in Islamabad, Pakistan. The University was established in 1991
for the elevation of higher education in the country, especially in the fields of
science and technology. The University promotes the higher education by
providing a stable and disciplined academic environment with need-based
research related to industrial requirements. Over the years, the University has
expanded in scope, services, and has emerged as a leading comprehensive
university in the public sector. Within three decades of its inauguration, NUST has achieved
important milestones and gained huge significance as an institution of higher education in
Pakistan. It produces professionals and researchers of high ability which are capable of
developing indigenous technologies to meet the growing demands of the 21st century. The
University has developed linkages with international universities to ensure two-way flow of
knowledge and be in stage with modern trends. Split programs and visits of well-known
professors from foreign universities are a regular feature of the academic activity. The University
earned the unfailing reputation of being a next-generation university with a strong focus on
multidisciplinary higher education, research and innovation.

Objective of the Report:

The main objective of the report is to highlight the marketing plan of the university. As Nust is
one of the top universities which played a key role in the development of standardization in
education of fields such as engineering, mathematics, and technology and in Pakistan it is widely
known for its innovation and academic strength. But the university also lacks its opportunities or
university has some weaknesses which in return are not a good sign for the production of the
university and university has to overcome its weaknesses. Also, the report has generated to tell
that how the university achieves its goals by targeting its customers or the target market, how the
university implements its advertising strategy to sell its product or service in the market, to
determine who the target market of the university is, how they reach them, at what point the
product or service should be sold, and how the university will measure its efforts, all topics will
cover in this report. This report is an analysis of their marketing process, strategic planning,
goals, objectives, customer needs and wants, product portfolio, vision and mission statement,
competitors, marketing programs, and the marketing plan of the university.

PART 1: INTRODUCTION OF THE COMPANY

MARKETING PROCESS

Marketing process is a process used to analyze and set the target.

There are five steps listed below:

1-Analyze current situation.

2-Analyze marketing opportunities.

3-Select target markets.

4-Develop the marketing matrix.

5-Manage the marketing effort.

NUST MARKETING PROCESS:

1-Analyze current situation

The current situation of NUST is highly appreciable. They are having a big family and in society it
has it’s own brand name. So, overall position is satisfactory.

2-Analyze marketing opportunities

They are already in a good position and have most number of applicants in Pakistan. They have
launched new degree last year of LAW. So, in MS and PhD. they have to introduce new course
which would increases the number of applicants.

3-Select target markets

As in BS degrees they are already having a large number of students so they should set target to
MS and PhD students.

4-Develop the marketing matrix

As marketing matrix is a plot that tells how to reach the customer key requirement. So
customer key requirement from NUST is quality standard education in terms of latest
technology.
5-Manage the marketing effort

They should put marketing effort by investing in banners, TV ads, online or social media
branding.

For this all they should properly form a department which should keep an eye on their branding
performance and on their competitors as well.

ENVIRONMENTAL SCANNING (MICRO& MACRO)

Microenvironment:

Company

At Nust University different groups or departments take into account for designing of their plans,
set goals, mission, vision, objectives, and the policies. The departments of the university include:

 Human resource directorate

 Finance directorate
 Marketing and communication
 Research directorate
 Finance directorate
 Academic directorate

Suppliers

Suppliers are considered as one of the core element of any business that has a well-established
role in organization which including retail, health care and technology. Similarly at Nust
University the suppliers work in tandem to improve various aspects such as cost, agility and
adaptability of supply chains and in a result the university is increasingly turning to global
sources and seek continuous improvement in processes by cost reduction, lead time
improvement, inventory efficiency, procurement leadership, global outsourcing, logistics route
optimization

Competitors

As Nust university is one of the leading university of Pakistan that has ranked at 358 as per the
World University Rankings so the number of competitors of the university also increase and
these competitors include:

 Air university
 COMSATS
 Quaid-e-azam university
 Aga khan university

Publics

Public of the nust university put impact on its ability to achieve its objectives like finance
directorate who is responsible for providing financial, budgetary and treasury services to
the NUST and the local public which include its students and the alumni. Internal public also put
impact on the institution which includes its workers, employees, board of directors.

Customers

Customers of the Nust University include all the students that got admission at the Nust
university and got higher education from the university. So that the university target the students
who want to grab the quality education from the university.

Macro environment:

Demographic

Demography of any university is the important element for the university as it is the study of
human populations in terms of size, density, location, age, gender, race, occupation, and other
statistics.

As of 2016 study, NUST university has over 15,000 students enrolled, over 20 departments with
over 1,280 faculty staff. In 2015, more than 70,000 candidates applied for the undergraduate
program with 675 full-time employed faculty staff including 17 members from international
universities and many visiting faculty. According to the recent research in 2016, NUST has over
15,000 enrolled students with 20 departments and over 1,280 academic faculty staff.

Economic
Nust is known for its professional educational environment and authentic academic research.
Many MOUs are signed between world known research centers and NUST uses NUST its
funding to provide best research laboratory for its students and ensures state of the art research
facility for advanced research. NUST use its financial resources in research centric real life
applications.

Natural

To ensure environment friendly habits NUST celebrates Earth day on every 22 April Nationwide
billion trees was heavy lauded by Nust community and NUST planted trees on its 30 % of land.
For better health environment Nust form lakes in front of each hostel. Designated smoking areas
are also constructed in Nust vicinity.

Technological

In pandemic situation, NUST corona testing kit was the first in Pakistan to build and test locally
and approved by DARPA internationally. Nationwide, NUST was the first university that used
super computer in its Computer science department. In Nust each department has its own solar
panels to generate electricity. NUST has its own on campus online transport service in which
student uses their transport to commute with in the university.

Political

Nust Centre for International Peace and Stability (CIPS) department has its visible mark on
representing Nust political vision in global arena where politically aware nustians represent their
nation friendly ideas for international peace and prosperity.

Culture

Cultural and ethnical diversity acceptance makes NUST University the best of its name. Various
scholarships are offer for minority groups of Pakistan on the basis of religion and deprived
communities of the specific regions. International students from underdeveloped countries are
wholeheartedly welcome by Nust community and Nust administration takes full responsibility of
their religious and cultural rights freedom.
PESTAL ANALYSIS
PESTEL stands for

1-Political Factors

2-Economical Factors

3-Social Factors

4-Technological Factors

5-Environmental Factors

6-Legal Factors

. It is a process used by managers to analyse the external marketing environmental factors that
have effects on the organization.

. It is used to analyse the threats ad weakness used in SWOT analysis.

 PESTEL ANALYSIS OF NUST:

POLITICAL FACTORS:

The political factors have a great effect on any educational institute. As it is directly affiliated to
GHQ so all of it’s decisions are taken from there. Due to good political situation, all of it’s
internal and external matters are going satisfactory.

ECONOMICAL FACTORS

It is one of the top rated university of Pakistan so HEC give it a handsome amount for research
purposes. GHQ also allot it a yearly budget and students fee are furtherly used by university
management to run the university.
SOCIAL FACTORS

Social factors are external factors that have effects on any organization. These factors on NUST
could be it’s reputation, it’s security and management attitude. These all are good as their team
is working efficiently.

TECHNOLOGICAL FACTORS

These are factors related to technology provided to students for education and management
for their working purpose. Their students in university are provided with great labs specially of
CS and ENGINEERING. During COVID-19 they were given LMS and other services which helped
both students and teachers.

ENVIRONMENTAL FACTORS

Environmental factors are related to internal atmosphere of university. What is teachers and
students relationship and how the system is working? Students are treated quite well and
teachers are also allowed to communicate with students freely and a small questionnaire is
issued after every semester both for students and teachers to tell their problems or opinion.

LEGAL FACTORS

The legal factors related to an educational organization are it’s land allotment, it’s registration
and financial matters. The land on which this university exists is officially bought by GHQ from
CDA, Islamabad. They are officially registered with HEC. All their courses and degrees issued are
approved by HEC. For financial matters they have internal and external audit on yearly basis.

SWOT ANALYSIS
STRENGHTS:

 Qualified teachers, which is a great strength for NUST to fulfill their goals, and to attract
students.
 Talented and capable Students are also a big strength for the NUST university.
 Different innovations are considered to be a great strength.
 NUST adopted an American university model through which they are able to give quality
education for the students.
  NUST has Technology incubation center for industrial development and technological
research.
 The incubation center has been monitoring and hosting startups this will help faculty to
find the end users.
 NUST conduct various kinds of seminar through which students can show their skills.
 NUST encourages the talented and capable students, irrespective of their culture and
background .
WEAKNESSES:
 The university has different departments like NUST business school, school of social
sciences and humanities, and many other, this makes the organization to be centralized
system and as a result this makes matters boring and also requires strong
communication system, and this makes the system more complex and creates.
ambiguity in the minds of the employees about their roles.
 Academic departments are unable to develop with science and innovation and that’s
why they are unable to create a collaborative environment for the students.
 NUST has lack of willingness to recognized their weaknesses and make improvements.
 The administration is fail to openly discuss about the issues and to solve them, and are
unable to make improvements plans for challenges for example retention, recruitment
course content and sustainable research.
 Sluggish responsiveness towards students, community, needs, trends and issues.
 Lack of focus on the quality of graduates and post graduates.

OPPORTUNITIES:

 NUST university has many platforms to attract students, like social media advertising, by
giving information in newspapers and beside this the university gives relevant
information on official website of the university.
 HR development of the university has a best practices for faculty development and
growth to ensure that they are giving the best and latest education for the students.
 The faculty of the NUST is actively engaged in research activities and providing an
environment of practical learning.
 NUST promotes the use of best practices principles in the recruitment and selection.
 NUST believes in equal employment opportunity to all people regardless of the race ,
religion, color, sex, status, origin, and nationality.
 NUST has connection with western universities this will improve students and faculty
exchange programs,
 Use the connection with the Harvard business review to give permission foe NUST
students to publish their articles and journals.
THREATS:
  Risk of losing the qualified teachers if other universities pay more, and give other
opportunities.
 High competition between higher education.
 Establishing of new universities.
 High competition from western education system.
 Different diploma programs are offered e.g CA, ACCA. CMA.
 Increasing unemployment in Pakistan as parents and students themselves are unable to
afford the tuition fee.

PART 2: STRATEGIC PLANNING AND MARKETING PROCESS

STRATEGIC PLANNING OF THE COMPANY
Strategic planning of the company:
Strategic planning is a process in which the organization leaders focus on the vision and
make decisions to fulfill the goals and objective of the organization. The process also
includes the establishment of the sequence so that the organization is able to reach its
stated vision.

Strategic planning of NUST:

The strategies of NUST is to make the organization the best education center among
higher education.
The objective of the NUST is to offer the quality education to the students.
NUST follows the American university model and stressed the laboratory instruction in
applied science and engineering. And played a key role in the development of
standardization in education of fields such as engineering, mathematics and technology,
and is widely known for its innovations and academic strength, and this makes the NUST
the most prestigious institute among higher education system.
NUST is also home to an under construction international association of science park
(IASP) certified national science and technology.
Research and development (R&D) directorate is established at the NUST which enhance
the growth of research at NUST.
NUST consulting helps researchers undertake consulting services with external agencies
and all centers of NUST are involved with NUST consulting to enhance the efficiency,
and to reduce the wastage and also to increase the productivity and improve the
quality.
VISION AND MISSION STATEMENTS
MISSION:
A mission statement describes the company overall objective and goals, and the
purpose of the company.
VISION:
vision statement describes the company future plans and goals what will be the future
goals and how the company see itself in future.
Vision and mission of the NUST university:

Vision of NUST:

The vision of NUST is to make the university best and excellence organization among the higher
education and leading the transformation of Pakistan towards a rapidly developing knowledge
economy to realize the national objective of a progressive and prosperous country.

Mission of NUST:

 To make NUST the best quality education center among all the higher education and
make students more creative, and skillful and focus on entrepreneurship.
 The university is based on merit bases and make fair play with all students and encourage
them based on their talent and skills.
 To make students empowered.
 To strengthen NUST financially to fulfill the goals and objectives of the NUST.

PRODUCT PORTFOLIOS
Product portfolio is the collection of product and services offered by an organization to
its customers.
Product portfolio of NUST:
 NUST offers graduate and under graduate programs, and gives the quality technical
education.
 NUST gives the civil and environmental engineering education facilities.
 NUST gives chemical and material engineering program.
 NUST gives electrical engineering and computer science education.
 Research and center for modelling and simulation.
 NUST provides abundant facilities to the students and faculty, including the hostel and
mess facilities offering multiple services and articles for day- to -day use there are
separate blocks for girls and boys.
 and the staff are cooperative and supportive.
 The hostel rooms are fully furnished and clean with the good internet connection and
located within a walking distance of the university and cafeterias.
 students can refuel between classes and get relax after the hectic routine day by being at
any many cafeterias of NUST.
  some students are in entrepreneurial society in order to maintain a safe campus
environment.
 The security system of NUST is very highly advanced with trained security personnel
who are active 24/7.
 NUST also provides transportation facilities to the students and staffs, with traffic
monitoring systems.
 NUST Medical center (NMC) give services to the students and staffs to cater the
healthcare needs.
 Career Advisory ( C3A) provides the mental health services to all the students of NUST,
staffs, personnel and families of those associated, and this make the NUST the only
university who offers this facility.
 Besides this NUST offers different sports activities and programs for the students in order
to maintain the healthy lifestyles.

GOALS AND OBJECTIVES OF EACH DEPARTMENT/ FACULTY

1. Department of Engineering
The goals and objective of engineering department of NUST is: engineers revolve
around creating processes and designs, as well as maintenance and operation
duties in a variety of different disciplines
2. Department of computing programs
the objective of Computer programs is to educate graduates who can:
 who can perform work as a professional in the discipline
 continue to independently learn new tools of the profession.
 Work effectively in a variety of contexts using different languages,
systems and environments.

3. Department of Biotechnology
The main objective of the biotechnology department is to make students prepare
for the jobs at the critical industries, such a hospital, bio medical centers.
In addition to this NUST provides students the basic knowledge and skills that
will cover the basic of science, technology, engineering, and mathematics.

4. Department of business studies and social sciences

The objective of the business studies is to make students ethically responsible, to
prepare students for ethical decision making, and to improve the communication
skills of the students so that they can perfectly communicate with audiences. And
make students think innovative, and are able to recognize the opportunity and to
make students able to solve the issues.
 And the objective of the social sciences is to promote the Self Awareness, cultural
and political developments by producing eligible candidates who will become a
responsible citizen of Pakistan.

5. Department of Architecture & industrial design

The goal and objective of the architecture and industrial design is to prepare
students, in the planning, designing and construction of commercial, and
industrial buildings.

BCG MATRIX
BCG matrix is also called as the Boston Consulting groups’ product portfolio matrix. The BCG matrix is
designed in way that it helps in the long term planning of the company. BCG matrix also helps
companies to consider all the available growth opportunities by reviewing their product portfolio.
Reviewing the product portfolio helps the companies to decide where to invest, when to disclose and
when to develop their products. As a result of which BCG matrix is also known as the growth shares
market. The BCG matrix is divided into four different quadrants as shown in the diagram

The programs of NUST in BCG matrix are divided into four different parts. These are:

Dogs
In the quadrant of dog, the products have a low market share as well as low market growth.
This includes the linguistics programs. The linguistic programs of NUST have a low market share as well
as low market growth. The main marketing advice in this part is to remove any kind of dog from the
program portfolio. This is because these in the program portfolio drain the resources within the program
portfolio.

Question mark or Problem Child

In the quadrant of Question mark, the programs have a high growth market with the low market
shares. As the name question mark suggests that at this stage the companies doesn’t know whether
their product will become a start or will be dropped to the star quadrant. Mechatronics. The
Mechatronics program in the question mark quadrant requires a lot of investment to become a star.

Stars
In this quadrant of starts, the programs have the high growth market as well as high market shares.
The programs in the star quadrant are the market leader and they just require the large investment in
order to sustain themselves to the market. The mechanical engineering program lies in the star
quadrant of NUST and it just require the large investment in order to sustain themselves to the market.

Cash cows
In the quadrant of cash cows, the products have the low market growth but have the high market
shares. The main theme used in this quadrant is to milk these products as much as you can without
killing the cow. Petroleum engineering program lies in the cash cow quadrant of BCG matrix of NUST and
there is a need to milk these products in order to kill the cow.

ANSOFF MATRIX

Ansoff Matrix
The Ansoff Matrix is actually a strategic planning tool that can
be used in order to analyze the growth of an organization in an
effective way. The Ansoff Matrix of NUST is further classified
into four strategies that are

Product development
The very important strategy to make the enhanced growth
possible is the Product development. The uniqueness of the
product is the main thing that can leads to the growth of H&M.
NUST is offering some programs which its competitors are not offering. For Example, petroleum
engineering is a program that NUST is offering and none of its competitors is offering which makes this
program a unique one and it lies in the product development section of Ansoff matrix.

Market Penetration
The next strategy is the Market penetration. Market penetration is the most important factor that plays
a vital role in standing still in the market. In case of NUST, there senior management can introduce new
relevant programs in order to make a successive growth possible.

Market development
Market development can be another strategy which can be significantly important for NUST while
entering the newer market. The use of market development strategy will allow NUST to make its mark in
the new market very shortly and can establish itself as a competitive force in the newer markets.

Diversification
The most important thing that is the key point for any business is the diversification. This growth
strategy is very effective in growth process. NUST can make more diversity in its programs offering some
more unique programs which have a scope in the future as well. This is the factor that has made
possible for the organization to grow further.

COMPETITOR ANALYSIS
Competitor analysis is the most important type of the marketing plan. The competitor analysis helps the
organizations to establish the product that will be unique from its competitors. Furthermore, the
competitor analysis also helps the company while targeting the specific market as well. It is very
important for the company to evaluate the competitors into different groups in order to know different
aspects of their competitors. To analyze the competitors perfectly it is very important to lists their
products, growth pattern, marketing objectives, strengths, and weaknesses etc. Moreover, in order to
properly evaluate its competitors it is very important for the company to firstly know who its
competitors are. After knowing the competitor, the next step is to know what products and services
they sell. Moreover, the company should know the current and the past strategies of its competitors to
properly evaluate the competitor’s analysis. Similarly, the company should also know the strengths and
the weaknesses of its competitor. The company should also know about the opportunities that its
competitors have and about the threats that its competitors poses. These steps will be very beneficial
for the company in order to properly know and evaluate its competitor’s analysis.

Competitor Analysis of NUST

There is no business in the earth that is island. In order to achieve success, the business need to deal
with the customers, employees, suppliers, and some other people associated with their business. In
almost each case there is some other company around you that is selling the similar products as that of
you. These other companies are you competitors and the objectives of all the businesses are the same
and that is to grow, make money and succeed. The business nowadays is like a war and it is necessary
for the companies around the world to know about their competitors in order to properly grow and
succeed. NUST is no exception. However, the competitive position of NUST is quite strong. NUST is
facing some competition from the likes of FAST, International Islamic University, UET, and PIEAS. All of
them are among presenting a strong competition to NUST, but NUST already have a strong competitive
position which makes them one of the best in the market.

PART 3: CUSTOMER DRIVEN STRATEGIES & INTEGRATED

MARKETING PROGRAMS

ANALYZE CUSTOMER NEEDS AND WANTS ADDRESSED BY COMPANY PRODUCTS

WITH RESPECT TO SEGMENTAION, TARGETING, AND PROMOTION STRATEGIES
Customer Needs and Wants:
The "need" is something that we must have in order to survive and does not change like food,
water, clothing, and shelter where "want" is something that an individual desires and we can live
without, even though we may have a strong desire for it.

Needs of Nust students:

 Every student of the Nust University needs the quality technical education to enhance
their knowledge.
 Students from other cities need the hostel for the shelter
 highly trained security personnel, so that students are secure in the university
 students also need some medical center which give services to them when needed
 transportation services provided by the university to and from the campus
 students need a good place to study and the resources like new technology which is
necessary to get a quality education.
 They also need good and trained faculty members how can teach them to increase their
knowledge of their program
 Students also need good environment of the university with furnished and clean
classrooms

Wants of Nust students:

 students of the university wants well managed and quality environment
 they also wants some Financial resources from the University
  they want good internet connection within the university
 hostelites of the university wants a well-furnished and clean rooms
 students also want some sport activities so they maintain their healthy lifestyle
 students want a scholarship polices from the university
 students want cafeteria with good environment and food so they can relax at that place
after the hectic routine day
 they want internship programs from the university
 they also want other educational programs conducted by the university

Segmentation, Targeting and Positioning Strategies:

STP strategies are the three-step model that examines the products or services and the way in
which marketers communicate their benefits to specific customer segments and target them. The
organization will analyze the customer’s needs and wants and divide them in a way that different
product will target different customers and the marketers divide their customers that target
individual on the basis of their needs, wants and desires.

Nust STP strategies:

Nust also works on the STP strategies that they divide their customers or students on the basis of
that what they want and need from the university then they differentiate by providing their
offerings like different departments and then they target students on the individual level who
want to study here.
For example, university divide the students on the basis of their needs, characteristics and
behavior and positioning them with different departments like engineering department, computer
programming department, biotechnology, social sciences department and target them according
to their needs.
Most of the target market of the university is the students who want to increase their knowledge
and pay all the expenses of the university. The university also targets those talented students who
perpetuate a culture of academic excellence.
ANALYZE OF 7PS W.R.T EACH SERVICE OFFERED
7Ps with respect to each service offered are:

 Product
 Price
 Place
 Promotion
 People
 Process
 Physical evidence.

Product:
The product Nust University is providing to its customers who are known as its students are
different institutions or departments according to their needs and wants within a University.
These products of Nust University are classified as: civil engineering, chemical, electrical
engineering, computer programming, aeronautical engineering, environmental sciences, Nust
business school, school of art, school of social sciences, and school of natural sciences.

Price:
At Nust University the price or the fee provided by the students are vary according to the courses
student choose. They make a pricing strategy in a way that their students will pay at given time.
The fee of Nust University is structured in a way that it will change as per the prescribed course
credit hours rates. At the time of admission the student has to pay the security fee which will be
refund at the time of graduation.

Place:
Nust University is a public research university with its main campus in Islamabad H-12. They
have chosen a right place to target the students from both the twin cities i.e. Islamabad and
Rawalpindi. They establish Islamabad campus as headquarter and also establish some site
campuses at Karachi, Risalpur, Queeta, and Rawalpindi.

Promotion:
NUST has many platforms to promote its University to attract students from all over the
Pakistan. They promote the university by social media advertising, by giving information in
newspapers and beside this the university gives relevant information on their official website of
the university. HR development of the university has also play a vital role in the promotion of the
university. They provided best practices for faculty development and growth to ensure that they
are giving the best and latest education for the students.

People:
Excellent customer service not only converts the organization product to sales, but can also
increase the customer base by recommendations. Keeping in view, most of the people of the
university are the students of upper and the middle class family who can afford all the expenses
of the university. Also, most of the people of the university are those talented students who
perpetuate a culture of academic excellence.

Process:
The strategy of the process is that your product will be delivered to the consumer should be
designed for maximum efficiency and reliability. By focusing on this strategy the university
provides the facilities of education to their students in a way that they enhance their knowledge.
Also, the university has connection with different western universities so that this will improve
students and faculty exchange programs. Also, they use the connection with the Harvard
business review to give permission to the Nust students to publish their articles and journals.

Physical evidence:
Physical evidence is one of the strategies of any organization that incorporates aspects that the
brand is still exists and that a purchase took place. The organization can proof that their brand
exists by their customers, employees, and website.
The physical evidence of the Nust University is proof by their students who currently study in
the University, their employees working at university include faculty members, and their existing
website. These all evidence will combine to proof the physical existence of university.

PART 4: MARKETING RESEARCH

PREPARE MARKETING PLAN
MARETING PLAN:

It is a process used by company to achieve a specific target.

It consists of various parts which are listed below:

1-Executive Summary

2-Current marketing situation

3-SWOT analysis

4-Objective and Issues

5-Action Program

6-Budgets

7-Controls
MARKETING PLAN OF NUST:

NUST is one of the most highly rated university of Pakistan. It offers maximum number of
programs in Pakistan. They are currently having three selection tests per year. A large number of
students apply for the test. Keeping in mind swot analysis they are having a good position in
market. The objective and issues are to provide best quality education to students so they could
play their role in future of country. Their action program is to have high level technology which
will keep students and teachers up to date. The university is funded by GHQ and HEC and
furtherly, the university manages it’s expense from the fee that they collect. They are having a
proper management system t control all the function and system of university.

PREPARE SMALL QUESTIONNAIRE AND CONDUCT A BRIEF SURVEY

How effectively is your university course taught?
  Extremely effective
 Very effective
 Moderately effective
 Slightly effective
 Not at all effective

2. How effectively are other courses taught at the university?

 Extremely effective
 Very effective
 Moderately effective
 Slightly effective
 Not at all effective

3. How well do the classrooms at this university meet the learning needs of students?

 Extremely well
 Very well
 Moderately well
 Slightly well
 Not at all well

4. How helpful is your academic advisor?

 Extremely helpful
 Very helpful
 Helpful
 Not very helpful
 Not at all helpful

5. How easy is it to register for courses at this university?

 Extremely easy
 Very easy
  Moderately easy
 Not very easy
 Not at all easy

6. How safe do you feel on campus?

 Extremely safe
 Very safe
 Moderately safe
 Not very safe
 Not at all safe

7. How helpful are the staff at the campus health centre?

 Extremely helpful
 Very helpful
 Helpful
 Not at all helpful
 Never used the health centre

8. How useful are the services provided by the campus career centre?

 Extremely useful
 Very useful
 Useful
 Not very useful
 Not at all useful

9. How easy is it to obtain resources from the university library system?

 Extremely easy
 Very easy
 Easy
 Slightly easy
  Not at all easy

10. Overall, are you satisfied with your experience at this university?

 Extremely satisfied
 Moderately satisfied
 Indifferent
 Moderately dissatisfied
 Extremely dissatisfied